Snapchat: where's it going and should you follow?

Snapchat, the image messaging / social media platform with over 180 million daily users, is arguably the defining generation dividing app. There are millions using it as their default for communicating and sharing, but most parents barely understand it beyond the warnings of drug dealers and inappropriate exchanges. Snapchat remains a wilderness for many "grown-ups." 60% of its users are under 25, compared to 40% for Instagram and 29% for Facebook. But if Kylie Jenner is tweeting that she’s ditched the app, should your brand or campaign even bother trying to get their heads round it?

A VERY BRIEF HISTORY OF SNAPCHAT

Snapchat was an instant hit. Within a year of its September 2011 release date, over 2 million images were being sent per day. First known as the sexting app with the sole function of sending auto-deleting images, a few years on and the app has (mostly) shed that reputation, whilst receiving a design facelift. Now there are ‘stories’ that stay up for 24 hours; a map where you can track your friends (which has unsurprisingly created a few privacy issues and caught out a few cheaters); and a ‘discover’ tab occupied by celebrity gossip, sports news, media companies and adverts. This is where you’d turn to for updates on the Kardashians, footballers and anyone that falls under the category of rich and famous.

A MAKEOVER AND A MELTDOWN

Last month, Snapchat unleashed a redesign (we'll spare you the details incase the ins and outs already confuse you) which has been criticised for confusing and obscuring some of its user’s favourite features. The backlash has included a million-strong petition (enough to earn 10 debates in Parliament), celebrity stamps of disapproval and dropping share prices. The “all publicity…” line rings true here as the controversy has helped drive a 55% increase in downloads. Whilst some are predicting Snapchat’s decline, increased downloads and a loyal, young and traditionally hard to reach audience mean there are still opportunities for campaigns and brands to take advantage of.

HOW SHOULD YOU USE IT?

Smart, funny and weird content on Snapchat can still go viral, as proven by the bizarre popularity of the ‘Dancing Hot Dog’ filter last summer. Cadbury’s released a filter that turned your eyes into Creme Eggs, which, whilst expensive to produce and promote will be front and centre and people will share it.

Shrewd and savvy companies are now trying to make short clips that are funny and natural, matching the lo-fi look of user-made content. The way Snapchat adverts blend into other news and user content means that while the 10 second videos used for Instagram may work, they’re often too slick and stand out as advertising.

For the 2017 general election, Snapchat teamed up with the Electoral Commission to add a filter that encouraged people to register to vote. The Vote Leave Campaign and Donald Trump’s team both claimed the platform was important in their electoral victories. How vital they were is up for debate, but clearly Snapchat is the best place to go if you want to target under 25s and get your message or product in front of them.